1. Advertising Design: Theoretical Frameworks and Types of Appeals
Chapter – Six
Teacher – Md Shahedur Rahman

2. Ask this questions to yourself ?
Which Advertising message made the biggest impression on you in the past 5 years ?
Why you like that ad?
International ad or Local ad ?
Did you end up buying that product or service ?

3. Remember this …….
People need to do more than just enjoy what they see.
We are not making a movie.
The ad should change consumer’s behaviors and attitudes.
Atleast viewers should remember the good and service being advertised.

4. Advertising Theory
For advertising design we use 3 theoretical approaches:
Hierarchy of Effects Model
Means-end Chain Model
Visual and Verbal Images

5. Advertising Theory
Leverage Point – It moves the consumer from understanding a product’s benefits to linking those benefits with personal values.

6. Hierarchy of Effects Model
Hierarchy of Effects Model states that there are six steps a consumer or a business buyer moves through when making a purchase:
Awareness
Knowledge
Liking
Preference
Conviction
Actual Purchase

7. Hierarchy of Effects Model
The theory states that these 6 steps are sequential.
However, there can be instances where the order is not maintained
Impulse buying
Coupons or discounts may trigger purchase where there was no conviction
For commodities, might not even know the name of the brand bought
It has similarities with theories about attitude and attitudinal changes
Cognitive
Affective
Conative

8. To Encourage the Brand Loyalty
All six steps must be included.
Customers wont be loyal to a particular brand without sufficient knowledge.
You need to ensure that purchasers must like your brand and build a strong preference for it.
Strong convictions that particular brand is superior than other brands in the market.
None of this occurs without first becoming aware about the product.

9. Means-End Theory
This approach suggests that an advertisement should contain a message or means that leads the consumer to a desired end state.
These end states include the personal values like:
comfortable life equality excitement,
freedom happiness fun
inner peace mature love personal accomplishment,
pleasure salvation security
self-fulfillment self-respect sense of belonging
social acceptance wisdom

10. MECCAS
MECCAS – Means-End Conceptualization of Components for Advertising Strategy
The model suggests using 5 elements in creating ads
Product’s attributes
Consumer benefits
Leverage points
Personal values
Executional framework .

11. Enhanced sexual ability
MECCAS – for milk
Low Fat
Healthy
Self respect
Wisdom
Calcium
Healthy bones
Comfortable life
Ingredients
Good taste
Pleasure
Happiness
Vitamins
Enhanced sexual ability
Excitement
Fun

12. Verbal and Visual Images
more favorable attitudes towards both the advertisement and the brand
tend to be more easily remembered than verbal copy
they are stored in the brain as both pictures and words – dual coding makes it easier to recall
stored in both left and right side of brain – verbals get stored only in left side of brain
concrete pictures have better recall than abstract pictures

13. Visual Esperanto
Global advertising agencies try to create visual esperanto, a universal language.
They realize that visual images are more powerful than verbal descriptions.
Finding the right image is the most important task in creating visual esperanto.
The goal is to create a brand identity through visuals rather than words.

14. Types of Advertising Appeals

15. Types of Advertising Appeals
7 different types of appeals have been found to be the most successful
Fear
Humor
Sex
Music
Rationality
Emotions
Scarcity .

16. Fear Life insurance companies – consequence of not being insured
Mouthwash and shampoo – bad breath and dandruff
It has been found that low levels of fear in ads tend to go unnoticed, while if it is too high, people become anxious and switch channels. So a moderate level of fear works best!

24. Behavioral Response Model
Intrinsic and Extrinsic rewards
Response costs
Severity
Vulnerability
Self-Efficacy
Response Efficacy
Behavior Change or Action
Negative Consequence
Positive Consequence
Negative Behavior or Incident

25. Humor Humor is one of the best techniques for cutting through clutter
The success of humor as an ad appeal is based on 3 things. Humor causes consumers to
Watch
Laugh
And most importantly, Remember!
To be successful, humor should be connected to the product’s benefits
Fevicol

33. Humor
When humor fails, it is usually because the joke in the ad is remembered, but the product is forgotten
Older generations do not appreciate humor at somebody else’s expense
Humor is cultural
Humorous ads are difficult to design
When humor doesn’t work, it often creates a negative image for the company

34. Sex
Sex no longer sells the way it used to – it no longer has shock value
Today’s teens are growing up in societies immersed in sex
Seeing yet another sexually oriented ad gets very little attention
Sexuality has been used in ads in 5 different ways
Subliminal techniques
Nudity or partial nudity – Victoria’s Secret
Overt sexuality - Axe
Sexual suggestiveness -
Sensuality – Slice’s Aamsutra

40. Does Sex Sell?
Studies indicate that sex and nudity increases attention, regardless of the gender of the individual in the ad or the gender of the audience
The attention is greater for opposite sex situations than same-sex situations
In order to get the attention of both the male and the female, many companies promote using models of both gender
Brand recall is much lower for such ads, compared to other appeals
Considered interesting, and controversial

41. Criticism of Sex Appeal
Cognitive impression made on viewers depends on whether the viewer finds the ad pleasant or offensive
If found pleasant, it will result in a positive impression of the brand
Social tolerance about using sex tends to swing over the years
Currently, the society is swinging towards being conservative in the first world – studies in this part of the world are not that well known
What is your take on the matter?

42. Musical Appeals Extremely important advertising ingredient
Helps capture the listener’s attention
Easily linked to emotions, memories and other experiences
Examples: Coca Cola, Nescafe
Music is also considered more persuasive
Much higher recall
If you can’t say anything, sing it! – David Ogilvy

43. Musical Appeals Decisions regarding selection of music for ad include:
What role will music play in the ad?
Will a familiar song be used, or will something original be created?
What emotional pitch should the music reach?
How does the music fit with the message of the ad?

44. Rational Appeals Follows the hierarchy of effects stages
If ad is oriented to the knowledge stage, it will transmit basic product information.
In the preference stage, the ad shifts to presenting logical reasons why one particular brand is superior
A rational ad leads to a stronger conviction about a product’s benefits, so that the purchase is eventually made
Consumers need to actively process the information being presented

47. Rational Appeals
Most effective in the print media – it allows readers greater opportunities to process copy information
Logic dictates that rational appeal should work for high-involvement and complex products

48. Emotional Appeals Trust Reliability Friendship Happiness Security
Glamour – Luxury
Serenity
Anger
Protecting loved ones
Romance
Passion
Family bonds
With parents
With siblings
With children
With extended family members

50. Scarcity Appeals
Urges consumers to buy a particular product because of a limitation
Available for a limited time, or limited edition, etc.
Often tied to other promotional tools – limited price discount offer till stocks last
The primary benefit – they encourage consumers to take action

51. Structure of an Advertisement
Majority of ads prepared tend to contain 5 elements
The promise of a benefit, or the headline
Spelling out of the promise, a subheadline
Amplification
Proof of the claim
Action to take

52. Any Questions?